# 의료마케팅

1장 의료마케팅의 이해
1. 마케팅과 의료마케팅································································13
2. 의료마케팅의 개관·································································17
3. 의료서비스 마케팅의 특성··························································28
4. 병원조직 측면에서 마케팅의 특징···················································30
5. 의료마케팅의 강·약점····························································32
6. 의료마케팅의 도입목적····························································36

2장 의료마케팅 환경
1. 의료기관 경영환경··································································41
2. 의료마케팅 환경요인······························································52
3. 의료마케팅 환경변화 배경···························································71

3장 의료마케팅 전략
1. 의료마케팅 전략의 개념····························································84
2. 의료마케팅 전략의 수립····························································87
3. 의료마케팅 전략 구축······························································96
4. 의료마케팅과 STP 전략···························································103
5. 의료마케팅 통제··································································116

4장 의료마케팅 정보시스템
1. 의료마케팅 정보시스템의 개관·····················································124
2. 의료마케팅 정보시스템의 구성요소·················································130
3. 의료마케팅 정보의 원천···························································142
4. 의료마케팅 정보시스템의 영역과 효익··············································143
5. 의료마케팅 정보시스템의 성격·····················································144

5장 의료마케팅과 고객관리
1. 고객만족········································································152
2. 고객관계관리····································································159
3. 고객관계마케팅··································································164

6장 의료서비스 제품관리
1. 의료서비스 제품의 개념···························································182
2. 의료서비스 제품관리·····························································184
3. 제품수명주기와 의료마케팅 전략···················································194

7장 의료서비스 가격관리
1. 의료서비스 가격의 개념···························································202
2. 의료서비스 가격의 특성···························································207
3. 의료수가 제도···································································212
4. 우리나라 의료수가 유형···························································217

8장 의료서비스 유통관리
1. 의료서비스 유통관리 개념·························································225
2. 의료서비스의 전달시스템·························································230
3. 의료서비스의 접근성·····························································232

9장 의료서비스 촉진관리
1. 의료서비스 촉진관리의 개념·······················································239
2. 의료서비스 촉진관리의 수단·······················································246
3. 병원홍보········································································251

10장 의료관광마케팅
1. 의료관광의 본질··································································269
2. 의료관광의 분류·································································275
3. 한국 의료관광의 특성·····························································280
4. 의료관광 마케팅 환경요인·························································282
5. 의료관광 현황과 전망·····························································287
6. 의료관광 마케팅 활성화 방안······················································294
7. 의료관광 마케팅의 전략적 방향····················································297
8. 의료관광을 넘어 한국의료 해외진출················································299

# 1_병원 마켓 4.0 시대·······························································9
# 2_모바일 병원, 스마트 병원으로 도약하다············································39
# 3_새해 병원계 화두는 4차 산업혁명과 환자안전······································80
# 4_중소병원의 중국시장 진출전략····················································94
# 5_대한의학회 50년, 미래전략은 ‘소통’ ·············································122
# 6_4차 산업혁명, 헬스케어 빅데이터를 만나다.·······································148
# 7_병원 서비스 마케팅 전략·························································177
# 8_가상화폐로도 진료비 수납한다···················································201
# 9_고객만족을 넘어 환자경험의 시대로··············································221
# 10_고객편의 위해 병동 병실명 개선················································237
# 11_병원의 감성경영 사례··························································262
# 12_카자흐스탄 환자 유치 한류 붐 조성··············································285
# 13_한국, 세계가 주목한 의료관광 국가··············································301

참고문헌···········································································303
찾아보기···········································································307